Masters cheese sandwich remains $1.50 as other prices rise
14 reported
The Masters golf tournament in Georgia has drawn attention for its concession prices, which have remained low for decades despite inflation and other economic pressures. The pimento cheese sandwich, a staple since the first tournament in 1934, still costs $1.50, the same price it has been since 2002. In 1934, the sandwich cost 30 cents, equivalent to over $7 today. The tournament’s Instagram account described the offerings as “a model of concessions consistency.” Other menu items, including meat sandwiches and desserts, cost no more than $3.00 each, with beer and wine priced at $6.00. A spectator quoted by NPR last year called the prices “a real pleasant surprise.” The Masters’ website notes that the no-frills menu originated due to a lack of hotel rooms, allowing food to be prepared in local kitchens. Concessions moved on-site in 2013. While some items have changed or increased in price, the core low-cost approach remains.
What’s reported
The pimento cheese sandwich at the Masters costs $1.50, unchanged since 2002.
The sandwich has been on the menu since the first tournament in 1934, when it cost 30 cents (over $7 today).
All menu items cost no more than $3.00 each, except beer and wine at $6.00.
Buying one of each of the 27 menu items totals $78.75.
The Masters’ website says the simple menu originated due to a “dearth of hotel rooms in Augusta,” allowing local kitchens to prepare food.
Concessions moved on-site in 2013.
The chicken salad wrap became a brioche sandwich in 2021; a savory tomato pie debuted in 2025.
The new Masters Candy Bar ($2.25) replaced peanuts this year; blueberry muffins and cheese straws rose 50 cents since last year.
Practice-round tickets cost $125 and $150; tournament rounds $160; four-day badges $525 (up from $450 in the last three years).
Resale tickets are prohibited but available on secondary platforms, with single-round tickets starting over $6,000 and four-day badges over $20,000.
A khaki-clad lawn gnome souvenir costs $59.50, up $10 from last year, with a limit of one per customer and roughly 1,000 available daily.
Forbes estimated Masters revenue at $141 million in 2022, with $69 million from merchandise, $8 million from concessions.
The U.S. Open’s “Honey Deuce” sold for $23 last year; the Kentucky Derby’s mint julep for $22 (up from 75 cents in 1940).
Ballpark concessions include a $39 “Lobstah poutine” (Boston Red Sox) and a $40 wearable nacho sombrero (Texas Rangers).
Key figures
Monica Johnson: spectator quoted by NPR last year.
Billy Payne: Augusta National Chairman, quoted in 2007.
Front Office Sports: sports business publication cited.
Sources: NPR
